Publications
Publications
  • October 1993 (Revised February 1995)
  • Case
  • HBS Case Collection

Dendrite International

By: Frank V. Cespedes and Marie Bell
  • Format:Print
  • | Pages:19
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Abstract

Dendrite International is a $23 million (1992 revenues) supplier of sales automation software to pharmaceuticals companies in Europe, Japan, and the United States. The firm's strategy has depended on being a full-service supplier to multinational firms. Impending changes in the pharmaceuticals industry, as well as technological and competitive developments, have raised issues concerning the best means of future growth and accompanying account-management procedures.

Keywords

Accounting Audits; Cost vs Benefits; Forecasting and Prediction; Marketing Strategy; Risk and Uncertainty; Sales; Competitive Advantage; Information Technology Industry; Japan; Europe; United States

Citation

Cespedes, Frank V., and Marie Bell. "Dendrite International." Harvard Business School Case 594-048, October 1993. (Revised February 1995.)

About The Author

Frank V. Cespedes

Entrepreneurial Management
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